Don’t be surprised. Even if your brand is successful and your audience has certain set expectations, it pays to surprise them once in a while to delight them and keep your competition at bay.
About a decade back, Kleenex partnered with Facebook to provide care kits to people who were down with flu or cold. They simply searched Facebook for status updates where the users reported feeling sick. Then they used their connections to find out their mailing address, and hand delivered a Get-well-soon Kleenex Kit, complete with boxes of tissues. Do you think the audience ever expected it? Do you think they will ever forget the brand from then on? In fact, all those who received the kits flooded FB with messages about this gesture.
Closer home, HUL used this out of the box strategy at the last Maha Kumbh Mela at Haridwar.
According to me, the most legendary surprise was this recruitment ad by google:
So, is your brand surprising your customers enough to keep them interested?